Ozempic. Zestril. Norvasc. Stellantis.
Three of those are popular prescription drugs. Stellantis just sounds like one.
Nonetheless, that's what Fiat Chrysler Automobiles and PSA Group have decided to call the company they're forming with a $50 billion merger. The name is based on the Latin verb stello, meaning "to brighten with stars." No explanation was given for the second half of the word, but we assume it means "to make big money selling Jeeps."
Here's how FCA and PSA described their choice: "It draws inspiration from this new and ambitious alignment of storied automotive brands and strong company cultures that in coming together are creating one of the new leaders in the next era of mobility while at the same time preserving all the exceptional value and the values of its constituent parts. Stellantis will combine the scale of a truly global business with an exceptional breadth and depth of talent, knowhow and resource capable of providing the sustainable mobility solutions for the coming decades. The name's Latin origins pay tribute to the rich history of its founding companies while the evocation of astronomy captures the true spirit of optimism, energy and renewal driving this industry-changing merger."
All of which seemed pretty obvious to us when we first heard it, of course.
The name will be used only at the corporate level after the merger closes in early 2021. So most consumers may never even notice it.
But if the new company really wants to get some mileage out of however much it paid some brand consulting agency, here's one suggestion for a post-merger tag line: "Ask your dealer if Stellantis is right for you."
